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Addition Elle readies Great Genes campaign

Toronto-based fashion retailer Addition Elle will begin a social media campaign called "I Have Great Genes" in support of its line of denim products on Sept. 3. The campaign includes an online video featuring bloggers and spokespersons Karyn Johnson of KillerKurves.ca, Nadia Aboulhosn of NadiaAboulhosn.com and Gabi Gregg of GabiFresh.com. In the video, each woman models items of clothing and describes what they feel makes themselves beautiful, unique and confident. The video will run on each blogger's website and on the company's social media channels. "Our hope is that this campaign will really resonate with our fan base and create a dialogue in real-time focused on great genes and that confidence and beauty is innate to every woman," said Roslyn Griner, vice-president of marketing and visual presentation at Addition Elle. "We are excited to partner with three influential and fashion-forward plus-size women who proudly personify the Addition Elle brand through their confidence, adventurous, and fashionable style." Addition Elle will also conduct a model search contest this fall in the United States and Canada. Consumers can enter between Sept. 3 and Oct. 6. Five finalists will be selected through several rounds of judging and public voting. The finalists will then travel to New York to participate in a photo shoot. The winner, who will be announced on Nov. 7, will receive a $1,000 shopping spree at Addition Elle, a feature in an upcoming issue of the Addition Elle Look Book and a modeling contract from JAG.